Leveraging Post-Click Marketing for Successful Online Demand Generation

Leveraging Post-Click Marketing For Successful On-line Demand Generation

Outbound - “interruption” -

marketing doesn’t work any more

Voice mail never answered, response rates low, attendance

down

Results consistently mediocre to abysmal

Reality #1

Time taken to cold call, find someone that is interested in your offering convince them they need it, get the power sponsor buy-in and establish a purchasing budget The Numbers are Not on Your Side Your selling cycle – perhaps 3-6 months Client purchasing cycle – another 3-6 months Once the prospect decides they want what you are offering they enter their purchasing cycle. Nine times out of ten, the next step is to research other suppliers – Your competition! Traditional Sales Approach - Complex, High Value Service/Product Total selling cycle 6-12 months!

Marketing Sherpa:

“ 90% of technology product purchasing cycles start with a Google Search”

If you’re not visible on the

internet you’re losing

opportunities

Reality #2

Improved Timeline 2. Inbound Centric Sales Approach Prospect business pain motivates a search for a solution. They find you on-line and start to research your offering. Selling and purchasing cycle aligned – Deal can be completed in 3-6 months Deals can now close in half the time – because you engage with the customer as they start their purchasing cycle Time taken to cold call, find someone that is interested in your offering convince them they need it, get the power sponsor buy-in and establish a purchasing budget Your selling cycle – perhaps 3-6 months Client purchasing cycle – another 3-6 months Once the prospect decides they want what you are offering they enter a purchasing cycle. Nine times out of ten, next step is to research your competition! 1. Traditional Sales Approach 6-12 months

However, in the B2B Technology arena, web sites typically inform, they don’t ‘sell’

‘ Selling’ complex, high value products happens off-line, face to face

Need is to leverage web presence to generate leads

Being Visible is One Thing……

Smart Post-Click Marketing

Turbo-charges both paid and organic search

Capture inbound lead

Come again, what’s that?

Solution:

Google Search 101

These are all paid ads – You control everything

So are these

These are the organic listings – they point directly to web content

Lots of good SEM vendors

Most are fixated on clicks

Few focus on conversions

Even fewer understand high value, complex B2B technology sales processes

An example…..

Search Engine Marketing

The visitor is searching for Telecom Provisioning, clicks on an ad about Telecom NGOSS and is brought to a page about Billing Services. This creates significant discontinuity. Chances are they will simply ‘bounce’ away.

Conversions – AKA registrations - NOT just clicks

For paid search = landing page programs

For organic search = Persuasion Architecture

What B2B Companies Need

Landing Page Programs Persuasion Architecture Lead Nurturing Three Steps To Successful Online Demand Generation AKA “Post-Click Marketing” Paid Search Search Engine Optimization

Landing pages allow you to control the post-click experience end-to-end

Singular objective - capture contact information

Deliver empirical insights into most relevant keyword phrases for site optimization

Leveraging Landing Pages

Let’s imagine a user does a search for “Telecom Provisioning Software”…….

Ideally, a pre-conversion segmentation page should be served up before the landing page This asks the visitor to “self segment” so that the landing page that is served up next can be tailored more closely to their particular profile. This simple segmentation step also confirms to the user that they are “in the right place” since one of the segment choices refers directly to them. It also signals to them that they are important to you Pre-conversion segmentation can increase visitor conversions by up to 20% Are you: An Enterprise User A Telecom Service Provider

Minimize mandatory fields -Minimizes registration friction and maximizes conversions Reinforce search term used by the visitor in the landing page headline – to show them they are in the right place Avoid all unnecessary navigational links. Ensures visitor is not distracted Provide a clear and compelling offer supported by a short abstract that “sells” the content. Supported by a ”hero shot”, ideally Landing Page Example

Enhance interaction and information sharing

Yield richer contact information

Provide more selling opportunities

Post Conversion Strategies

30-40% of visitors that complete the landing page typically also complete the second stage form Validate all fields to improve data accuracy Pre-populate contact info from landing page Include qualifying question to establish stage of purchasing cycle Thank you page offers access to more content in exchange for more contact info Second Stage Form Get Access Now

Repeat thank you page offer. Just because they didn’t complete the second stage form before doesn’t mean that they won’t do so now The visitor will open this email - so use it to do some additional selling. Confirmation Emails It is important to use confirmation email to validate visitors email address

Persuasion Architecture

Tell visitors what the site owner wants them to hear: About Us, Our Products, Our Team, Our News , etc. A better approach…. Think from the visitors perspective: “ Who might come and what are they looking for exactly?” This is the starting point for developing a compelling Persuasion Architecture Most Web Sites….

These are the organic listings – they point directly to web content

Essential for organic traffic – actually any traffic

Two key goals:

1. Meet information needs of different stakeholders

- User/their manager, recommender, economic buyer, decision maker etc.

Provide visitors multiple opportunities to self-identify

Persuasion Architecture

Demonstrates understanding of business pains Responding to feedback from persona research to have pricing and ROI information available right on the site Provides access to value added content for lead harvesting Speak directly to prospect pain points right on home page Expanded service and support section provides richer detail, prices etc. and underlines customer service commitment post purchase Highlight key product benefits with links to in-depth content Additional access to value added content for lead harvesting

Lots of Opportunities to Register

Lead Nurturing